Market Segmentation Worksheet for Conferences and Expositions Print out this worksheet or save it on your computer for future use. The value of this exercise is to help you stay current on your chosen markets and their concerns. Repeat this exercise at least every six months. You'll be surprised at how much changes so quickly. EXISTING: Who currently attends your event? Usually it's more than one kind of attendee. These different kinds of attendees are called market segments. List the top three market segments that register for your show. If you don't have hard data, take an educated guess. 1. 2. 3. Needs of each existing market segment Each group you've listed has its own reasons for choosing your show -- their own set of needs and concerns that are somehow satisfied by your sessions or exhibitors. Describe at least two needs or concerns for each market segment you have listed, as they relate to your event. Segment Needs/Concerns 1. 2. 3. The Benefits of your Product Identify specifically how your show offers solutions to the needs and concerns of each of your marketing segments. Group Needs/Concerns Your Benefits/Solutions 1. 2. 3. Target your message to your existing segments When preparing your marketing materials -- ads, brochures, marketing kits, websites -- speak as closely as you can to the unique needs of each marketing segment. The more you "speak to" the specific issues of each segment, the more they will take notice, and the effectiveness of your materials increases exponentially. Practice writing an effective headline to capture the attention of each existing market segment in the space below: Group Targeted Headline 1. 2. 3. NEW MARKETS: Who would you like to attract to your show? List the top three market segments that you would like to reach out to and attract to your event. Are they from different industries? Or are they from different sectors of the same industry? 1. 2. 3. Needs of each new market segment Each new group you've listed would have its own reasons for choosing your event -- their own set of needs and concerns that would somehow be satisfied by your exhibitors or sessions. Describe at least two needs or concerns for each new market segment you have listed, as they relate to your show. If you don't have hard data, check online, or the local business press...or take an educated guess. New Segment Needs/Concerns 1. 2. 3. The Benefits of your Product to Your New Market Segments Identify specifically what solutions your event would offer to the needs and concerns of each of your new marketing segments. New Group Needs/Concerns Your Benefits/Solutions 1. 2. 3. Target your Message Practice writing an effective headline that would capture the attention of each new market segment in the space below: New Group Targeted Headline 1. 2. 3. (c) The Page Group, Inc., 2001 http://www.pagegroup.com